Promotional products distributors can grow their sales with local prospects and in-area current clients by strategically leveraging direct mailers, catalog campaigns, online directories and social media/networking.

Abby Koss, executive director of marketing for distributor services at ASI, delivered tips for how to make the most of those tactics in pursuit of local business during a well-attended professional development session on Education Day at the ASI Show Fort Worth. Here’s some of what attendees learned.

Abby Koss discusses ways to build business with local customers at ASI Fort Worth 2023.

1. Distinctive Direct Mail Works

Print’s definitely not dead. Koss shared that some 54% of marketing leaders increased direct mail spend in 2022, while about seven in 10 plan to raise their investment in the medium again in 2023. Why? Because it works.

As Koss explained, everything from quality brochures and postcards, to packages that combine creative print and promo concepts, can help drive sales – if they’re done with creativity that makes the mailers stand out and as long as they demonstrate the distinctive value your distributorship can provide.

About seven in 10 marketing leaders plan to increase direct mail spend in 2023.

“Mailers can help drive retention and keep you top of mind of with current clients, while also helping to attract new ones,” said Koss.

Maximize the return on investment by ensuring your mailer is visually appealing and is clear and concise in its language. It should contain a strong call to action with a real incentive for targets to act. Use QR codes, promo codes/coupons and vanity URLs to track the ROI.

Know the costs you’ll incur – like shipping and whether you’ll be relying on an outside partner to design and/or copywrite. Still, don’t be dissuaded by a little necessary upfront investment. As Koss noted, “Sometimes a single sale from a good mailer can justify the whole campaign.”

2. You Need a Google Business Profile

If your business isn’t listed on Google, or if that Google Business Profile is incomplete and/or has inaccurate information, you’re likely missing out on sales, especially with local customers who search for the solutions you provide.

In part, that’s because prospects are more likely to look at the profile than your website. As Koss explained, the profiles get 2.7 times more views than your company’s site.

By having a fully completed profile – which features elements like information about your solutions, pictures, reviews, hours of operation, contact information, links to your website and social profiles – you build creditability and raise your visibility with potential buyers. Indeed, having the profile will likely help you rank higher in organic Google searches related to promo products/branded merchandise made by folks in your area.

To help build an attractive profile, encourage satisfied customers to leave reviews. If you get a bad review, Koss cautioned against deleting it. Instead, respond in a reasonable, appropriate manner; it shows you’re a responsible and transparent business – the kind people in your locale can trust.

Once you’re listed on Google, go ahead and list on other key online directories too, including Yahoo! and Bing. That helps augment the ease with which promo end-buyers in your area can find you.

3. Catalog Campaigns Bolster Business When Done Well

A Harvard study found that combining a targeted email marketing campaign with a targeted print catalog initiative generated greater prospect inquiries and more sales conversions than just email marketing alone, said Koss.

“The two touchpoints – digital and tactile – can work together for the best results,” Koss said. “The more you get in front of someone, the more they see the solutions you can provide, the better for you.”

To succeed with catalogs locally, compile a list of prospects in your area with whom you would like to partner and put together a catalog that showcases the solutions that you can provide.

“The two touchpoints – digital and tactile – can work together for the best results.” Abby Koss, ASI

Maybe there’s a seasonal hook you can theme the catalog around. Maybe there’s a regional angle you can work to make the catalog even more relevant. Done correctly, the catalogs help you stand out in a world of digital clutter, serve as idea generators and can even help channel prospects to your website where the digital medium allows you to host even more extensive information clients may need, Koss explained.  

Partners, including ASI, can help you provide quality catalogs to customers. Some quick pointers: Your catalogs should feature a custom cover, quality product imagery and clear, concise descriptions. Use lifestyle images where possible. Give pride of placement and more page room to products you reckon will be best sellers. Use the catalogs in conjunction with digital marketing efforts.

4. Grow Your Reach With Social Media & In-Person Networking

With more than seven in 10 small- to mid-sized businesses using social media, the unavoidable takeaway is that if you’re not on social it’s likely at least some of your local competitors are,  which puts you at a disadvantage.

Don’t cede that ground. Instead, get active on social platforms.

71%
of small- to mid-sized businesses use social media. 52% of those post once a day.

It doesn’t have to be overwhelming or intimidating. If you’re pressed for time, pick one medium and devote your efforts there. Not sure which one works best? Experiment a bit. Maybe it’s LinkedIn. Maybe it’s Facebook or Instagram. Whatever it is, post consistently, providing content that’s useful, valuable and/or entertaining to your target audiences. It’s a low-cost way to build brand awareness, stay top of mind, learn about customers and generate leads.

Note, it’s important to keep business and personal pages separate, and to engage/interact when folks comment. Develop a content calendar, use location tags in your posts, and join/engage within relevant groups, Koss advised.

As you do more in the digital realm, don’t forget to stay active with in-person networking, too. It remains one of the most effective ways to spark sales, especially at the local level. Join your area’s Chamber of Commerce and attend its events, for instance. Volunteer for a community organization you like; it’s probable you’ll meet like-minded people, some of whom may need your services or be able to refer you to someone who does. Also, ensure people in your community of friends and family know what you do.

When attending a formal networking event, Koss advised, “Practice your pitch in advance, read the room when you’re there, and always have your business cards.”